[Explanation] The annual "Double Eleven" online shopping festival is here as promised. Young consumer groups mainly born in the 80s and 90s are willing to pay for Chinese culture and Chinese brands as a new consumer trend. .
In recent years, well-known financial writer Wu Xiaobo has been running and shouting for "new domestic products". When he was interviewed by a reporter from China News Agency in Xiamen, he analyzed the characteristics and trend of the rise of the "new domestic products" wave.
[Explanation] According to the "2020 China Consumer Brand Development Report" released by the Ali Research Institute, the market share of online Chinese brands reached 72% in 2019. Chinese brands continue to promote market expansion through category innovation, and category innovation has an impact on market expansion. The overall contribution rate reached 44.8%.
Wu Xiaobo believes that after more than 40 years of wealth accumulation in the reform and opening up, consumers' attention to Chinese brands has soared, and more and more domestic brands are emerging.
[Concurrent] Financial writer Wu Xiaobo
Some symbolic and cultural elements of Western civilization have brought a great understanding of modernization to Chinese urban consumers. However, this trend has undergone a particularly big change in the past two years. China's per capita GDP last year (2019) exceeded With 10,000 US dollars, domestic consumption is slowly rising, and then mainstream consumers are willing to pay for Chinese brands for Chinese culture.
[Explanation] Wu Xiaobo pointed out that behind the rise of the "new domestic products" wave is not only an iteration of the aesthetics of a new generation of consumer groups, but also an iteration of industrial quality and technology, as well as an iteration of new linking methods represented by Internet e-commerce sales.
[Concurrent] Financial writer Wu Xiaobo
No matter what you do, you have to meet the aesthetic demands of the "post-80s" and "post-90s" generations. You see that this generation has two characteristics. First, he has a global vision and his aesthetic ability. In fact, it is very high, and because they are in the age of the Internet, the second is that they have a new understanding of local culture, even from colors to styles, and then extract these aesthetic symbols from Chinese cultural elements.
[Explanation] Since the new crown pneumonia epidemic, China's overall industrial economy and consumption structure have undergone major changes. Wu Xiaobo believes that the formation of a new development pattern of "domestic cycle as the main body and domestic and international dual cycles mutually promoting" is a "new domestic product". Provides opportunities.
[Concurrent] Financial writer Wu Xiaobo
Today, after looking at the new crown (pneumonia) epidemic, we have seen that although there are major problems in the supply chain around the world, our China is relatively well controlled because the epidemic is better controlled, and the supply chain is relatively tidy, so this year China’s The sales volume of cross-border e-commerce continues to grow, and many of these cross-border e-commerce products are "new domestic products". They used to be foundry or unbranded. Now there are many Chinese-style brands. Complete a sale through the world, so this is a particularly big wave of consumption.
[Explanation] The continued development and growth of "new domestic products" stems from China's complete supply chain system. Wu Xiaobo predicted that this wave of "new domestic products" will erupt in the entire consumer category and will be born in the next ten years. Super brands with strong Chinese cultural elements. After these brands are successful in the Chinese market, they can be sold all over the world through global network channels.
Li Siyuan and Qian Xiaoyun report from Xiamen, Fujian
Editor in charge: [Lu Yan]